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ROOTS: Ermelo - Mpumalanga

(Highvelder)2019

1

2

Contents

Reach

Papers & Weekly Magazines

Online News

Advertising Usage – Local Paper

Size and Structure

Community Size & Structure

Trended (to 2010 or 2016 – depending on

availability of data)

Wealth

Socio Economic Structure (SEM)

Living Standard Measurement (LSM)

Monthly Household Income

Finance - Products & Banks

Trended (to 2010 or 2016 – depending on

availability of data)

Insurance – Products & Insurers

Connection

Internet

Cell Phone

Transport

Life Changers & Interests

Home & Garden

Home & Garden

Pets at home

Shopping for the Home

Shopping

Centres, online, transport & travel time

Loyalty Cards & Garage Forecourts

Entertainment

Watching & Listening

Eating & Drinking

Casino

Travel

Health

Complaints & Cures

Lifestyle

Self Care

Food & Grocery

Who & How

How Often & Where

Clothes & Shoes

Map of the Community

2

ROOTS

Some detail

What is Roots?

A landscape survey which spans

110 metropolitan communities

across South Africa with a total

sample of 27 468. Each

community is sampled

independently

Formal households are selected

using multi-stage cluster sampling

and purchase decision makers

(shoppers) are randomly

selected from the household for

interview.

In this document

A community is a defined

geographical footprint from

which the samples are drawn.

The map provided defines these

boundaries.

Reading the charts

The community is identified in the

top right corner of the page

The sample size, universe size and

description are displayed at the

bottom of the page (e.g. (n) 300,

representing 40,000 households

or 60,000 shoppers)

Community data is compared to

the composite of similar

communities

see below for details

The community’s information is

always shown in colour and the

comparative Metro data in grey

Where applicable community

data is trended back 10 years or

as far as comparable

Large Metros – 62 Communities

Johannesburg, Cape Town, Tshwane, Ethikwini/Durban, Ekhruleni

Eg: Sandton, Athlone, Durban North, Boksburg,

Medium Metros –18 Communities

Nelson Mandela Bay, Bloemfontein, Pietermaritzburg, West Rand, Vaal, Kimberley,

Polokwane, Buffalo City/East London

Small Metros –30 Communities

Western Cape (Garden Route, Wine Lands, Helderburg) KZN (North and South Coast,

Zululand, Midlands) Mpumalanga (Mbombela, Witbank, Bethal, Middleburg, Ermelo,Lydenburg)

Freestate (Welkom, Bethlehem, Kroonstad) Eastern Cape (Uitenhage, Mthatha), Rustenburg

3

4

Ermelo - MpumalangaMap showing where the research was conducted

Source : ROOTS Ermelo - Mpumalanga : (n) 252 representing 23,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers

10

12

10

72

14

16

17

86

Weekly / Sunday

Daily

Weekly Magazine

Local Paper

Paper Categories

Read in the Past 4

Weeks (P4W reach)

Average Issue

Readership (AIR)

%

Community Small Metros

of past 4 weeks readers

63%

Regular Readers

Usually read 3 or 4 out of 4 issues of the local paper

65%of Average Issue Readers

30%

Multiple Reading

Read one issue of the local paper on more than one

occasion

30%

3

3

3

3

4

5

16

40

51

72

Daily Sun

Sunday Sun

Huisgenoot

Beeld

Sowetan

Move

Ermelo Insig / Insight

Highvelder

Highveld Tribune

Any Local Newspaper

Top 10 paper titles

Average Issue

Readership

(AIR)

%

Ermelo - Mpumalanga

5

Reach – Papers & Weekly Magazines


4

2112

22

Local News National / International News

Type of News accessed

Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach)

22

25

Read news online in the past 7 days


2

7

24

21

22

47

2

9

13

14

18

41

Email / newsletter link

Other social media

Google

Facebook

App

Directly - website

How P7D online readers get there

5

8

13

78

1

11

15

81

Desktop

Tablet

Laptop

Phone

What device P7D online readers use

%

%

6

Community Small Metros%


Ermelo - MpumalangaReach – Online


63

82

18

Use advertising in the

local paper to help with

shopping decisions


62

38

73

27

Prefer advertising inserts in the

local paper

Prefer advertising leaflets

delivered loose to the home

Preference for receiving advertising

inserts/ leaflets

74

84

16

Read the inserts delivered

to the home inside their

local paper

88

91

9

Plan a day or 2 before / within the

week

90

93

7

Plan shopping

82

88

12

Mostly shop over the weekend

of readers of the local paper

read on Wednesday, Thursday or Friday

before the weekend

shop

89%


%

%

Community Small MetrosCommunity Small Metros% %

7

Ermelo - MpumalangaAdvertising Usage – Highvelder


25

41

13

8

26

58

English

Afrikaans

IsiZulu/Zul

u

Language


66

35

21

3

5

3139


Race

Black Coloured

Indian / Asian White

1226

36

21

5

1022

3324

11

16-24 25-34 35-49 50-64 65+

Age


16 20

7152

1328


Education

Post Matric

Matric

Not Matriculated

7766

1725

6 9


Employment

Unemployed

Retired / student / housewife

Employed

54

71

29

Married or living

with a partner


6065

35

Children

Households Shoppers

%

%

%

%

%

12 000

23 000

Footprint size

8%

Ermelo - MpumalangaCommunity Size & Structure


46

66

1

353

31

2010 2019

Race

Black Coloured

Indian / Asian White

14

25

41

15

4

12

26

36

21

5

16-24 25-34 35-49 50-64 65+

Age

2010 2019

6277

26

17

11 6

2010 2019

Employment

Unemployed

Retired / student / housewife

Employed

Households Shoppers

16 16

66 71

18 13

2010 2019

Education

Post Matric

Matric

Not Matriculated

8

26

58

English

Afrikaans

IsiZulu/Zul

u

Language

2019

66

71

29

Married or living

with a partner

20192010

7065

35

Children

%%

%

%%

%

12 000

23 000

Footprint size

9

Ermelo - MpumalangaCommunity Size & Structure – Trended


1

2 23 2020

27

64

24 2216

20

12

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

Living Standard Measurement (LSM) distribution


6

13 18

34

28 1

8

1417

32

22

7

< R3999 R4000 - R7999 R8000 - R11999 R12000 -

R24999

R25000 -

R50999

Over R51000



Community

%

Small Metros

%

Long Term Savings

/ Investments

62 55

Medical Aid 36 38

Credit Card 22 18

Own Business 4 8

Percentage of people who have…

% %

%10

1 47 10

19 13 21 251 2 3

7 915

19 2124

SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10

Socio Economic Measure (SEM) distribution


R20658Mean

(Average monthly

Household Income) R21997

Ermelo - MpumalangaWealth – Socio Economic Structure

Ermelo - Mpumalanga : (n) 252 representing 12,000 households : Small Metros : (n) 7,031 representing 564,000 households


6

1318

34

28 1

8

1417

32

22

7

< R3999 R4000 - R7999 R8000 - R11999 R12000 -

R24999

R25000 -

R50999

Over R51000



4

16 15

46

19

06

1318

3428

1

< R3999 R4000 - R7999 R8000 -

R11999

R12000 -

R24999

R25000 -

R50999

Over R51000


- Trended

2010 2019

11

27 2522

14

26

20 20

27

6

LSM 1-6 LSM 7 LSM 8 LSM 9 LSM 10

LSM - Trended

2010 2019

R20658Mean

(Average monthly

Household Income) R21997

12 23

20

2027

64

24 2216

20

12

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

LSM distribution


R20658R18350

11% %

Mean (Average monthly

Household Income)

Ermelo - MpumalangaWealth – LSM & Income Trended

%



11

14

23

21

17

9

15

19

20

25

Standard Bank

Nedbank

Capitec

Absa

FNB


11

4

7

22

12

15

30

37

3

4

9

14

22

24

39

40

Medical insurance

Maintenance-ex-spouse/child

Stokvel

Car instalments

Education policy

Hire purchase / lay-by

School fees

Medical aid


80

85

15

Savings or Current

Account

1722

78

Credit card

5562

Long Term Saving or

Investments

5

5

7

3

16

18

37

2

4

4

7

22

26

42

Investment property

Unit trusts / mutual funds

Investment company

Endowment policies

Retirement annuities

Pension/provident fund

Savings

(not for day-to-day use)


61

70

30

Long Term Monthly

Commitments

Top 5 banks used across all accounts

12% % %

Ermelo - MpumalangaWealth – Finance


Community

%

Small Metros

%

Funeral cover 31 30

Car

insurance29 30

Life insurance 29 19

Homeowners 14 10

Household

content8 9

Burial society 3 6

2

5

2

4

Miway

Budget

Top 2 Car

insurers

4953

47

Short Term Insurance

2030

70

Long Term Insurance

3

19

4

29

Disability

Life

insurance 38

36

64

Medical Aid

Community

%

Small Metros

%

Discovery

Health11 9

Bonitas 10 5

GEMS 8 7

Bestmed 1 2

Medscheme 0 2

ProvidersCommunity

%

Small Metros

%

Old Mutual 8 3

Clientele 3 1

Hollard 3 2

Sanlam 1 2

Discovery

Life0 2

Life InsurersType

Community Small Metros Community Small Metros Community Small Metros% % %

13

Ermelo - MpumalangaWealth – Insurance


3

9

9

9

25

0

2

3

5

29

Gaming console

Desktop

Tablet

Smart TV

Laptop

Devices in the home

5

9

65

6

10

77

Fibre or high speed

cable connection

ADSL

3G or similar mobile

network

Home connection

82%

74%

Use the internet

Past 4 weeks

Community Small Metros Community Small Metros


% %

21

33

70

27

44

80

Where free WiFi is

available

At work, on campus

or elsewhere

At home

Where you connect

14%% %

21

18

Use internet “all the time”

9

7

Have uncapped data in the home

Ermelo - MpumalangaConnection – Internet



2

8

28

16

20

22

64

89

5

12

14

16

19

31

70

98

Music, movies,

series

App stores (Google

Play / iStore)

Facebook, Twitter,

Instagram

Internet (e.g.

Google)

Photographs

Send emails

WhatsApp's or

smses

Make calls

Top Activities

0

5

15

35

38

0

2

9

33

55

Virgin Mobile

Telkom Mobile or 8ta

Cell C

MTN

Vodacom

Provider

4

18

72

2

20

77

Top-up contract

Contract

Prepaid

Contract

98% 92%

Have a Cell phone

85% 79%

Have a Smart Cell

phone


Community Small Metros Community Small Metros Community Small Metros15

Ermelo - MpumalangaConnection – Cell Phone

%

% %


53%

Have at least one

interest

64%

50%

Self proclaimed

expert in at least one area of interest

61%

%

% 16%

Life Changers & Interests

3

4

7

11

10

27

5

6

11

13

17

37

University-stay at home

University-another town

Matric

Starting school

High school/ Grade 8

Any one or more of

these

Big changes in children’s lives

7

20

12

17

21

22

Technology, gadgets

and hobbies

Food, cooking and

baking

Careers, jobs and

appointments

Top 3 interests



Community Small Metros% Community Small Metros

Ermelo - Mpumalanga

1

2

1

3

2

2

10

0

0

1

1

1

4

8

Got divorced

Paid for a course

Got married

Moved home

New job

Baby

Any one or more of

these

Big changes in personal life


74% 72%

Have a car in the household

7

8

13

24

7

12

12

31

Bought auto parts

Bought a new second-hand car

Bought tyres

Had a car serviced

Car purchases – past 12 months

3% 13%

Use Uber

Community Small Metros %%

Top 3 tyre retailersSmall Metros

Top 3 auto part retailersSmall Metros

29

42

4

3430

8

1 2 3 or more


17

Other independent

retailer

Ermelo - MpumalangaTransport


13

15

15

14

16

14

21

18

19

19

19

20

20

27

Food and Groceries

Appliances and Audio

Visual

DIY and Home Goods

Shoes and Clothes

Family entertainment

A good restaurant

A car

Average Time prepared to travel for………..

31

52

59

61

76

Sanlam Centre - Ermelo

Kerk Straat - Ermelo

Oaks Shopping Centre

Game Centre - Ermelo

Pick n Pay Centre - Ermelo

Top 5 shopping centres - past 3 months

2

11

26

59

3

8

22

67

Walk or cycle

Someone else’s car

Taxi

Own car

Transport when shopping

18

6

Bought something online - past 12

months

37

51

Researched online before buying

- past 12 months

Community% %

% %



Time in minutes

18

Ermelo - MpumalangaShopping – Centres, Online, Transport & Travel Time


10

14

20

14

24

13

16

27

31

38

Snacks (savoury or sweet)

Cigarettes

Soft drinks (e.g. Coke, Energade,

etc)

Draw money from the ATM

Airtime or data

Top 5 purchases at the forecourt, besides petrol

78%Have a loyalty card

2.3Average number of cards

Average number of times they are used in a month

3.0

66%

2.2

2.310

8

11

32

36

10

13

22

27

58

Woolworths Rewards

Jet Club

Edgars ThankU (cash

card/club)

Clicks Club Card

Pick ‘n Pay Smart Shopper

Top 5 loyalty cards

Visited a Garage Forecourt

Average number of times visited

in a month

49% 50%

4.1 3.7


Community Small Metros Community Small Metros 19

%

%

Ermelo - MpumalangaShopping – Loyalty Cards & Garage Forecourts



35% 36%

Have home security

38% 45%

Have a dog

55

44

11

71

51

9

Garden Patio Swimming pool

Garden

35%

50%

Done home renovations in past year

33%

Renovated or actively worked in the garden in

past year

31%

2816

45

41

13

21

1522


Home Ownership

Just staying there

Renting

Own home - no bond

Own home - with bond

%

%% Community Small Metros



4

3

3

4

5

13

2

3

4

4

5

13

Garden soil, compost or

fertilizer

Garden / Patio furniture

Garden equipment like hose

pipe, wheelbarrow, spade

etc.

Plants, trees or shrubs

Pots for plants

Any of the below

Specific garden purchases past year

20

Ermelo - MpumalangaHome & Garden



1

7

45

48

0

1

38

38

Other

Cats

Dogs

Have any type

of pet

10

48

7

58

Illness or

accident

Vaccinations

63% 52%

% of vet visitors who have pet insurance:

1% 5%

Pet owners have been to the vet in the past 12 months…..


Been to the vet for:


% 21

Ermelo - MpumalangaPets at home



80 78

67

4642

28 29

2117

7672

62

48 46

3438

16 17

Any shopping

across categories

Any electrical Small electrical

appliances

Large Electrical

appliances

Audio Visual Computer and

accessories

Furniture (includes

office and garden)

DIY equipment or

Paint

Soft furnishing or

Home accessories

6

5

36

15

15

50

Pick n Pay

Hypermarket

Pick n Pay

Discount/Family

Supermarket

Game

Small or large electrical, audio visual

or computers and accessories


5

2

8

5

5

11

Bradlows

Mr Price Home

Game

Furniture

Includes office and garden


4

2

3

4

4

4

Mr Price Home

Game

Pep Stores

Soft furnishings and

home accessories


4

3

4

3

6

14

Build It

Cashbuild

Game

DIY

Equipment or paint


Top 3 Retailers…

22

% Community Small Metros

% % % %

Online durables shopping is still in its infancy,

1% of the Community and 3% of Small

Metros have bought one or more of these

home items online in the past 12 months

Ermelo - MpumalangaShopping for the home

Specific home categories shopped in past 12 months



5

47

48

0

50

50

No responsibility

Partially responsible

Mainly responsible

Who does the grocery shopping ?

90

92

Plan a day or 2 before / within the

week

1

28

71

1

30

69

No responsibility

Partially responsible

Mainly responsible

Who does the grocery shopping ?

92

94

Plan food shopping

84

89

Mostly grocery shop over the

weekend


of readers of the local paper

read on Wednesday,

Thursday or Friday before

the weekend shop

89%


% % Community Small Metros

Community Small Metros %

23

Ermelo - MpumalangaFood & Groceries – Who & How


55

32

10

3

50

40

10

0

One bulk shop a

month and some top-

ups

Twice a month/every

two weeks

Weekly or almost

weekly

Twice a week or more

Type of Shop

8

5

37

36

46

55

6

8

17

39

45

69

Clicks

Game

Spar

Shoprite

Checkers

Pick n Pay

Food & Groceries Stores : past month

1.7

Number of shopping trips in a month

1.9Bought Groceries online in the

month

0% 1%

0

0

15

20

25

29

1

1

4

22

23

46

Clicks

Spaza Shop

Spar

Shoprite

Checkers

Pick 'n Pay

Where spend most F&G money : past month

% %

Community Small Metros% Community Small Metros

Community Small MetrosCommunity Small Metros 24

Online grocery shopping is still in it’s infancy – the most

used stores are Pick n Pay and Woolworths

Ermelo - MpumalangaFood & Groceries – How Often & Where


1023

26

33

65

43


How often do you shop for

clothes in a year

Twice a year or less

3 to 4 times a year

More than 5 times

a year

45

41

28

21

21

20

12

10

8

8

35

29

22

24

24

13

9

19

11

8

Mr Price

Edgars

Jet

Woolworths

Ackermans

Truworths

Markhams

Pep Stores

Foschini

Exact!

Top 10 Retailers

314

18

28

79

56


How often do you shop for shoes

in a year

Twice a year or less

3 to 4 times a year

More than 5 times a

year

1%

36%

Favourite Shopping Centre for

clothes & shoe shopping

Bought clothes online in the past 12 months

7%


%Community Small MetrosCommunity Small Metros

4%0%

Bought Jewellery valued at R700 or more

25

Spree / Superbalist is the top online

retailer

Ermelo - MpumalangaClothes & Shoes


38

14Been to a movie,

theatre, expo,

concert, or sports

event in P12M20

19Online ticket

purchase in the

last P12M

91

97Watch Live TV

13

6Watch

streamed or

recorded TV

most often

7%

…Movies

1%

…Theatre

3%

…Music concert

0%

…Live Expo/Fair

5%

…Live sports event

25% 9% 13% 11% 18%

88% 82%Have a Decoder

%

% Community Small Metros



26

Ermelo - MpumalangaEntertainment – Watching & Listening


50

36

15

61

30

9

At least once a

month

Less than once a

month

Never

Eat Out

57

27

16

67

26

7

At least once a

month

Less than once a

month

Never

Take Out Food

4538

17

47 44

9

At least once a

month

Less than once a

month

Never

Entertain at home

27%

Favourite Shopping Centre for

Entertainment / Eating out

16

11

14

7

31

20

20

27

33

37

Debonairs

Nando's

McDonald's

Chicken

Licken

KFC

Top Take Outs in the past month

36

40

43

47

Wine

Beer or cider

Alcohol purchases for home in

the past month


% % %

%%

Community Small Metros Community Small MetrosCommunity Small Metros

Community Small Metros Community Small Metros 27

Ermelo - MpumalangaEntertainment – Eating & Drinking


2% 16%

Been to a Casino in the past 3 months

0

1

1

0

1

2

Monte Casino

Goldfields

Casino

Graceland Hotel

Casino Country

Club

What did you do when you last visited the Casino…..

8

7

16

9

9

5

14

48

39

27

59

0

0

13

13

13

24

44

58

85

85

100

An expo, fair or event

Stayed at a hotel at

the casino

A live music concert

The theatre or live

show

A live sports event

Health spa

Shopped

Gambled

Family entertainment

The movies

Ate at a restaurant

%% Community Small Metros Community Small Metros28

Ermelo - MpumalangaEntertainment – Casino


19

14

Flown Nationally or Internationally

7

3

Bought airline tickets online

30 38

Stayed in paid for accommodation

10

5

Booked holiday /accommodation online

11

31

50

56

10

40

60

65

camping or

hiking

for a new

experience

visit friends or

family

been on any

holiday or

weekend away

Type of holiday, or weekend

away


Community Small Metros% 29Community Small Metros %

Ermelo - MpumalangaEntertainment – Travel


59% 58%

Suffer from one or more

symptom of poor health

3

5

3

7

13

12

8

7

14

16

33

2

3

3

8

9

10

10

10

11

27

45

Eczema

Sunburn

Brain fog, can't concentrate

Can't sleep

Sore joints

Fatigue or no energy

Poor digestion

Feeling sad or depressed

Allergies

Persistent infections (cold and

flu)

Headaches

36% 38%

The top 2 providers

5

9

10

11

Bonitas

Discovery Health

Have Medical Aid

%

%



Antibiotic Script

Vaccination

18% 23% 30% 24%

11% 11%

Homeopathic

or natural remedies

2% 12%

Past 12 months

30

Ermelo - MpumalangaHealth – Complaints & Cures


24% 36%

Exercised in the past week

9%

Gained 3kg’s

or more

5%

Lost 3kg’s

or more

34% 32%

Take vitamins / minerals

Where usually buyVitamins /minerals

Where usually buy

toiletries

12%8%

Community Small Metros Community Small Metros Community Small Metros% %%

12

18

29

23

22

46

5

6

14

14

15

32

Cycle

Play sport

Swim

Go to gym

Do exercise classes

Run or walk for

exercise

4

2

3

2

17

4

4

8

8

16

Checkers

Shoprite

Pick n Pay

Other chemist

closeby

Clicks

16

23

23

36

27

8

23

29

33

58

Spar

Checkers

Shoprite

Clicks

Pick n Pay

31

Ermelo - MpumalangaHealth – Lifestyle


47

29

35

46

Pay to have their hair styled

49

34

60

33

monthly or less

often

more than once a

month

93%

of women

83% 81% 76%

of men

Pay to have facials/manicures/ beauty treatments

70%

of women

57% 11% 15%

of men

38

19

46

23

monthly or less

often

more than

once a month

7

8

5

6

Bought new sunglasses

New prescription glasses or contact lenses

9%4%

Community Small Metros Community Small Metros Community Small Metros Community Small Metros%%%%

11%6%32

Ermelo - MpumalangaHealth – Self Care

CONTACT US

CPT: +27 21 001 2400

JHB: +27 10 492 8391

DBN: +27 31 716 4412

E: [email protected]

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